SW has taken a stance tochange the conversationin healthcare by creatingmore empathetic and rel-evant connections betweenpeople and their health, according to ex-ecutives. “As one of the largest healthcareadvertising agencies in the world, GSWgoes beyond advertising to create per-sonalized brand experiences that involve,inspire, educate, and activate peoplethrough ongoing brand journeys,” execu-tives say. “GSW calls it Speak People.”“Through speaking a language thathasn’t been spoken in the healthcarespace in a very long time, GSW is able tounderstand individuals and create mean-ingful work for the client that mattersmost–human beings,” says Marci Piasec-ki, president, GSW.

According to agency leaders, 2015 was
year two since GSW first introduced Speak
People and began strong, transformative
relationships with companies who share
the desire to improve the health dialogue.
“It was also the year the rallying cry seemed
to be most evident,” these executives say.

“We now know with certainty we can getthere by injecting healthcare with humancare, by telling stories and being authen-tic, and embracing the imperfections thatmake all of us human,” says Dave Sonder-man, executive creative director. “Fromstrategic planning to creative experience,it starts and ends with understanding thatin order to move your business you mustfirst move some people.”Speak People continued to advance theagency’s work in 2015,Empathy Project, wherevirtual reality technologyenabled neurologists toactually feel an epilepticseizure (for UCB); ex-plaining the circulatorysystem and the risk ofclotting with an unexpect-ed goldfish metaphor andbringing people-speakingsimplicity to consum-ers in a campaign forPradaxa; celebrating thepersonal connection weall have with diabetes –from healthcare providerto patients to sales reps– through the short filmseries, “Whose DiabetesDo You Have?” for Lilly;and increasing awarenessof men’s health by part-nering with global techcompany Live Tiles to cre-ate the “Sexy Men of Tech-nology” calendar featuringtech professionals in var-ious states of unabashedsexiness for Movember.

Other milestones reach-es included challengingthe industry with new thinking about theclarity and effectiveness of health commu-nications by using hidden cameras to ex-pose reactions of unsuspecting shoppersat a coffee shop, flower boutique, and finerestaurant when confronted with a clinicalrendition of common brand communica-tions (GSW Speak People Experiments);reimagining the information exchange be-tween patients and care teams for Alim-
ta.com, where an innovative “informationshopping cart” system helps newly diag-nosed patients shop for disease and drugcontent, organize it into “carts,” and gen-erate key questions for their healthcareteam; and infusing the decades-old artcompetition “Lilly On Canvas” withnew thought leadership on the val-ue of art therapy, moving the entireart gallery online in a mobile-optimizedexperience, and expanding to include mu-sic, poetry and painting.The agency also launched Portrazza forLilly Oncology and Lilly’s Journey Connec-tions, a geo-located, crowd-sourced listingof oncology-related services for healthcareteams and their patients; so a nearby wigshop, ride to treatment, or nutrition storeare both easy to find and carry a healthcareprofessional’s endorsement.

Executives say the agency also helped
shape the future of big data for ASCO Can-cerLinQ and its role in personalized, predictive medicine with “Strength in Numbers” campaign; published the fifth series

PRADAXA is a prescription blood thinner medicine that lowers the chance
of blood clots forming in your body. PRADAXA is used to:
• reduce the risk of stroke and blood clots in people who have a medical condition
called atrial fibrillation not caused by a heart valve problem. With atrial fibrillation,
part of the heart does not beat the way it should. This can lead to blood clots
forming and increase your risk of a stroke.

• treat blood clots in the veins of your legs (deep vein thrombosis) or lungs(pulmonary embolism) and reduce the risk of them occurring again.PRADAXA is not for use in people with artificial (prosthetic) heart valves.

IMPORTANT SAFETY INFORMATION ABOUT PRADAXA

For people taking PRADAXA for atrial fibrillation: Do not stop taking PRADAXA
without talking to the doctor who prescribes it for you. Stopping PRADAXA
increases your risk of having a stroke. PRADAXA may need to be stopped prior
to surgery or a medical or dental procedure. Your doctor will tell you when you should
stop taking PRADAXA and when you may start taking it again. If you have to stop taking
PRADAXA, your doctor may prescribe another medicine to help prevent a blood clot
from forming.

PRADAXA can cause bleeding which can be serious and sometimes lead to death.

Don’t take PRADAXA if you:

• currently have abnormal bleeding;

• have ever had an allergic reaction to it;

• have had or plan to have a valve in your heart replaced

Your risk of bleeding with PRADAXA may be higher if you:

• are 75 years old or older

• have kidney problems

• have stomach or intestine bleeding that is recent or keeps coming back
or you have a stomach ulcer

• take other medicines that increase your risk of bleeding, like aspirin products,
non-steroidal anti-inflammatory drugs (NSAIDs) and blood thinners

• have kidney problems and take dronedarone (Multaq®) or ketoconazole tablets (Nizoral®)

Call your doctor or seek immediate medical care if you have any of the following
signs or symptoms of bleeding:

• any unexpected, severe, or uncontrollable bleeding; or bleeding that lasts a long time

• unusual or unexpected bruising

• coughing up or vomiting blood; or vomit that looks like coffee grounds

• pink or brown urine; red or black stools (looks like tar)

• unexpected pain, swelling, or joint pain

• headaches and feeling dizzy or weak

Spinal or epidural blood clots (hematoma). People who take PRADAXA and have
medicine injected into their spinal and epidural area, or have a spinal puncture have a
risk of forming a blood clot that can cause long-term or permanent loss of the ability to
move (paralysis). Your risk of developing a spinal or epidural blood clot is higher if:

• a thin tube called an epidural catheter is placed in your back to give you certain medicine

• you take NSAIDs or a medicine to prevent blood from clotting

• you have a history of difficult or repeated epidural or spinal punctures

• you have a history of problems with your spine or have had surgery on your spine.

If you take PRADAXA and receive spinal anesthesia or have a spinal puncture, your
doctor should watch you closely for symptoms of spinal or epidural blood clots. Tell your
doctor right away if you have back pain, tingling, numbness, muscle weakness (especially
in your legs and feet), loss of control of the bowels or bladder (incontinence).

Take PRADAXA exactly as prescribed. It is important to tell your doctors about
all medicines (prescription and over-the-counter), vitamins, and supplements
you take. Some medicines may affect the way PRADAXA works.